Automating food delivery for working professionals — UX/UI Case study
Let’s rephrase the problem after research
Design Brief 📁
I was given a design prompt by the design team at Razorpay as a screening test for their summer internship program. I came up with my solution called Rozana. I’ll be walking you through the case study, explaining how I went around the problem and came up with a solution.
Prompt by Razorpay 💬
A lot of people depend on food delivery services for their meals. During open-ended research, it was revealed that a lot of regular users feel that while there are a lot of options for them to order from, there’s a gap between when people have time to order food vs when they actually want food on their table.
The product team wants to solve this disconnect by building a feature to schedule orders and extend it to create weekly and monthly subscriptions.
- I had to decide between Swiggy or Zomato & follow their design ideology, UI patterns and ensure that the feature finds a logical place within the information architecture.
- I could’ve come up with only 2, max 3 iteration for each screen due to tight deadline.
- No real time interaction with people i researched with due to covid to test my prototype.
My assumptions for the scope of this project 🤔
- People who order food daily are working professionals
- Since they’re working they’ll be conscious about budget and healthy food
- This feature is an extended feature of the Swiggy app ( as told by Razorpay ) and its name is Swiggy Rozana
Research to validate assumptions 📜
The research was done with 20 people through a 1:1 phone call, working across India working in small to large companies to diversify the research.
Here are some question i asked all of them in the same order
- Which meal of the day you are most likely to order
- Which meal of the day you are less likely to order — WHY (Follow up)
- What are your priorities while ordering food — WHY (Follow up)
- How did you solve your problem of ordering food daily before food delivery apps
- Describe your experience with those services
- How much do you spend per meal daily
- Describe your experience with current services that you use to order food daily
Insights from research 💡
- 18 people said they wanted cheap and healthy food (Assumption Validated )
- 14 of them were likely to skip breakfast because they might be in hurry (Prompt Validated )
- 8 of them find themselves skipping lunch often because they’re busy with their work ( Prompt Validated )
- 9 of them said they used Lunch box services before delivery apps but it tied them to a limited choice of food ( New Pain point )
- All of them said they were worried about getting Covid because they’re ordering food daily (Assumption Validated )
Let’s rephrase the problem after research 🧩
As a budget-conscious working individual (user) I’m really busy the whole day and find myself skipping meals (pain point) which is not healthy for me, I want to eat healthy food and I don’t want to skip meals (motivation)
Pain points that I’ll solve for 💢
- There’s a gap between when people have time to order food and when they actually have time to order food.
- They are aware of bad effects of eating outside food daily so they want healthy food.
- They do not want to skip their meals.
- They’re worried about getting in contact with Corona virus while daily ordering outside food.
- They want economical and cheaper food ( I can’t make the food cheap so I’ll focus on how can I help them find economical options faster )
Then I converted these pain points into HMVs 💭
- HMV help users to have their meals on time ?
- HMV help user to find healthy food ?
- HMV help users to find economical food options faster ?
- HMV help user to ensure that their food and delivery partner is free of any virus ?
Scheduling daily meals
People often found themselves skipping meals due to several reasons, there’s a gap between when people have time to order food and when they actually have time to order food, which is filled by Swigyy Rozana
Flow of scheduling an order
Why Online payment option is available after the delivery partner is assigned ?
Suppose you’ve scheduled 1x pizza for Saturday at your home and have already paid the amount
- Many times there’s a sudden surge in delivery price due to bad weather and traffic we cannot predict that.
- You cannot reschedule it to another nearby place if it’s already paid because the price depends on the distance.
- If you want to add another pizza, you cannot pay for the second pizza you’ve to place another order.
- This is the home screen for ‘Rozana feature’, the rejected iteration had 3 tasks, Adding address, adding and scheduling combined into one single complex task.
- The Final iteration is much simpler and it keeps the users informed on which step of the process they are.
Choosing a healthy meal
- In the rejected iteration all food cards were showing nutritional data which was an information overload
- Carbs are the most harmful for us and they cause most diseases while Indian diet usually lacks protein therefore these two tags inform the users, Fiber and fats are enough in Indian diets.
- Only restaurants that follow WHO guidelines will get ‘Best Safety Tag’ which give users satisfaction that their food is safe.
Finding the best Economical option
- People are really conscious about how and where they are spending money, nobody likes to spend huge amounts daily on their food
Scheduling your order
- Users can set a weekly schedule for them which can repeat every week
- Scheduling for a month needs a user to schedule a lot of meals which is asking too much commitment from the users’ side therefore you can schedule only up to 7 days ahead
Why send updates about scheduled orders on Whats app ?
- The reason is Sensory Adaptation, which means that your mind adapts itself reduce it’s sensitivity to a stimulus after constant exposure to it , for example, an ad on Instagram, even before it starts you know its an ad and you’re likely to skip it
- If already so many notifications are sent to the user, our notification about reminding them of their meal will get lost in them and will have no effect.
Home screen after scheduling an order
- As soon as a user schedule an order our priority changes from making him place more order to keeping him fully informed about his upcoming orders so that they can change, reschedule or edit the order
Rescheduling an order
Before swiggy automatically places the order a 5 min timer notification will be given which will allow users to edit the quantity, address, time, or even cancel the order. This can also be accessed through the home screen.
The NUX must accomplish three fundamental things: Communicate relevance, show the value and provide a clear call to action, Bryan Eisenberg, who is widely considered the godfather of conversion optimization refer to these factors as the Conversion Trinity
Edge cases that I discovered
1. Order not available on the day of delivery
One option that I had tried was asking the user to select two meals in case one goes out of stock .
But then I realized that it won’t be a common problem and giving the user to choose two meals will make their decision making tough.
Hicks Law — The time it takes to make a decision increases with the number and complexity of choices
Flow when item is not available
2. Cancelling a recurring order vs cancelling a order for once
- Suppose you had scheduled a burger for every Monday, and if you cancel the order, will it cancel for one time or all upcoming Mondays ? Answer is, you get a choice.
3. Changing address while editing order may result in increase of delivery price
- Changing delivery address may result in a change in price due to distance which must be conveyed clearly so that user don’t feel cheated.
4. The restaurant does not open the time selected or it does not deliver to the address selected
Nothing much to say here you can see the screens below, i hope i didn’t bore you all this while.
Why there’s no Subscription based pricing ?
- As per my research, the amount spent on daily food per day per user ranges from Rs.200 — Rs 1200. Coming up with a perfect subscription rate would’ve become out of the scope of this case study.
- Subscription may also tie users to a specific set of restaurants that we’ll partner up with, and in research, people told me that they were bored with lunch services due to less variety of food.
The prototype 💾
What would I’ve done different if got the time ? ⏳
- Coming up with different ideas for a solution in different direction rather than settling for just 2/3 due to time.
- Testing the prototype with the people i interviewed and observing them using it to find out potential flaws.